I know what you’re thinking so let’s get that out of the way first… no we are not talking about THAT kind of POP Radio. We’re talking about Point of Purchase Radio. For those of you unfamiliar with the term, point of purchase radio is simply a pre-selected mix of music and advertisements that is played in establishments to help drive sales and customer satisfaction.
Doesn’t ring a bell? Well it’s more popularly referred to as in-store radio and is particularly being utilized in the retail industry.
Still not getting it? Check out these demos to better familiarize yourself with the concept and come back later.
But for those of you who are already aware of this marketing tactic, let me give you the three reasons it is much better than whatever you have going on in your stores right now.
The Power of Expectations: How marketers can influence customer expectations and increase satisfaction
Imagine yourself on a long drive home for the holidays. After 6 grueling hours on the road, you are hungry, tired, and badly in need of a bathroom break. You finally spot an old, run-down establishment that has obviously seen better days. Since you’re not in a position to be picky, you decide to park your car in its almost empty parking lot. You enter the establishment and see that it looks just as bad inside. The furniture is old and tattered, the air smells of cigarette smoke, and the table cloths are covered with coffee stains.